Tammo H. A. Bijmolt

University of Groningen | RUG · Faculty of Economics and Business

Background: Financial incentive interventions for improving physical activity have proven to be effective but costly. Deposit contracts (in which participants pledge their own money) could be an affordable alternative. In addition, deposit contracts may have superior effects by exploiting the power of loss aversion. Previous research has often oper...

BACKGROUND Following the need for prevention of non-communicable diseases, mobile health (mHealth) apps are increasingly used for promoting lifestyle behavior changes. While mHealth apps have the potential to reach all population segments, providing accessible and personalized services, their effectiveness is often limited by low participant engage...

This study extends research on online innovation contests by focusing on the process of an innovation contest. The authors propose that the decision of a solver to join a contest and the likelihood that a solver will submit a high‐quality solution are functions of the current number of solvers in a contest and of the current number of high‐quality...

By means of a meta-analysis, we synthesize the findings of over two decades of research from 88 empirical studies regarding four well established and theoretically rooted determinants on consumers’ attitude towards digital advertising: informativeness, entertainment, irritation, and credibility. Among other findings, we show that the effects of the...

Multi-Tier Loyalty Programs (MTLPs) have become a popular marketing instrument to develop customer-firm relationships. Within a MTLP, customers are assigned to different tiers based on their purchase behavior. In this article, we examine whether and when tiers in the MTLP are effective in influencing customer purchase behavior, specifically share o...

Among the dark sides of contemporary multi-channel retailing are the vast amounts of product returns, especially in the online channel. High product returns not only put pressure on the retailers’ profitability, but also come at high societal and environmental costs. A central question then is whether multi-channel retailers can use their offline s...

Cause-related marketing (CM), which links corporate donations to consumer purchases, has ongoing momentum in marketing. As the magnitude and direction of consumers’ CM response are inconclusive, this meta-analysis synthesizes evidence on main and moderator effects from 237 studies. On average, it finds a moderate effect for attitudinal (d=.458) and...

E-commerce has significantly reshaped consumers’ shopping processes and habits. The need to understand the key drivers of online shopping has received keen attention and fueled a rich strand of studies. To help managers and researchers synthesize this growing body of evidence, we conducted a comprehensive meta-analysis to unearth the factors that i...

BACKGROUND Financial incentive interventions for improving physical activity have proven to be effective but costly. Deposit contracts (a type of incentive in which participants pledge their own money) could be an affordable alternative. In addition, deposit contracts may have superior effects by exploiting the power of loss aversion. Previous rese...

Using unique data from 609 parent-daughter (8-16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers' cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was appl...

This study examines the impact of value-added tax (VAT)–free promotions on sales performance. VAT-free promotions are a recently adopted form of price promotions where consumers are exempted from paying the VAT amount across almost all products in the assortment during a limited number of days. They are typically organized once per year and surroun...

Music is a key and heavily researched stimulus in tourism and hospitality service settings. However, the growing body of research has produced contradictory results in terms of direction, strength, and statistical significance, rendering conclusions and evidence-based decisions questionable and precarious. This meta-analysis of 56 studies and 209 e...

BACKGROUND Socioeconomic disparities in the adoption of preventive health programs represent a well-known challenge, with programs delivered online serving as a potential solution. The preventive health program examined in this study is a large-scale, open access online platform operating in the Netherlands, aimed at improving the health behaviors...

Background: Socioeconomic disparities in the adoption of preventive health programs represent a well-known challenge, with programs delivered via the web serving as a potential solution. The preventive health program examined in this study is a large-scale, open-access web-based platform operating in the Netherlands, which aims to improve the heal...

Assessing market structure by deriving a brand positioning map and segmenting customers is essential for supporting brand-related marketing decisions. We propose adaptive multidimensional scaling (ADMDS) for simultaneously deriving a brand positioning map and market segments using customer data on cognitive decision sets and brand dissimilarities....

This paper sets out a general framework for store sales evaluation and prediction. The sales of a retail chain with multiple stores are first decomposed into five components, and then each component is explained by store, competitor and consumer characteristics using random effects models for components observable at the store level and spatial err...

The implicit promise of a partnership in a loyalty program (LP) is that the partners will gain new customers and the LP will reinforce the loyalty to focal partners. Although customers may be encouraged to cross-purchase from partners (which may create positive synergies), they can also switch among partners without forfeiting rewards (which may le...

Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), the internet of things (IoT), blockchain, and drones, among others, to assist in interacting with their customers. Further, with the prominence of personalization and customer engagement as the go-to customer management strategies, it is essential for...

Consumers’ willingness to pay (WTP) is highly relevant to managers and academics, and the various direct and indirect methods used to measure it vary in their accuracy, defined as how closely the hypothetically measured WTP (HWTP) matches consumers’ real WTP (RWTP). The difference between HWTP and RWTP is the “hypothetical bias.” A prevalent assump...

To compete in today’s omni-channel business context, it is essential for firms to co-ordinate their activities across channels and across different stages of the customer journey and the product flow. This requires firms to adopt an integrative approach, addressing each omni-channel design decision from a dual demand-side (marketing) and supply-sid...

As firms increasingly adopt online contests to improve their innovation projects, research is needed to determine which design factors make a contest successful. We examine the effects of the innovation contest brief, the description of the problem and the requirements for the potential solutions on contest performance. We focus on the length and r...

Strong digital developments are changing markets, and firms may adopt a digital business model to deal with these developments. This special issue focuses on such digital business models. In this editorial, we discuss the relevance of digital business models, propose a conceptual framework, and discuss how digital business models affect firms, firm...

This study investigates consumer perceptions of article-style native advertisements and banner advertisements, in terms of understanding the message intent, ad attitudes, and ad credibility. In addition, it examines the interrelationships of these constructs and their effects on the brand. Data retrieved from 303 respondents in an online experiment...

Customers can create value to the firm by purchasing products, not returning these products, recommending products to other potential customers, influencing other customers, and providing feedback to the company. In this chapter, we first discuss how product returns and engagement behaviors can be included in the customer value framework. Second, w...

Does the real or imagined presence of friends invariantly drive consumers to engage in disinhibited behavior, and give in to the "urge to splurge" in the face of consumption temptations? Or might there be situations in which being with friends or even merely thinking of friends or the friendships we have with them can actually improve self-control?...

This study investigates the effect of call-to-action (CTA) direct mailings (DMs) on customers' purchase behavior and how this effect is moderated by incentive type as well as customer characteristics. The authors analyze individual purchase behavior of a panel of 179,525 customers across 40 Dutch optical retailers over 9 years. The empirical result...

Does the real or imagined presence of friends invariantly drive consumers to engage in disinhibited behavior, and give in to the "urge to splurge" in the face of consumption temptations? Or might there be situations in which being with friends or even merely thinking of friends or the friendships we have with them can actually improve self-control?...

Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collect...

Hidden Markov models (HMMs) have been used to model how a sequence of observations is governed by transitions among a set of latent states. HMMs were first introduced by Baum and co-authors in late 1960s and early 1970 (Baum and Petrie 1966; Baum et al. 1970), but only started gaining momentum a couple decades later. HMMs have been applied in vario...

Giving all the changes to business and marketing just since the start of this century, is there a future for marketing modeling?

Digital native advertising is a subtle form of digital advertising that is integrated closely with its context. Practitioners increasingly assign budgets to this advertising strategy. On the basis of 22 in-depth expert interviews with senior executives of advertising brands, publishing companies, and media agencies, this study provides new insights...

To foster customer relationships, firms have implemented so-called loyalty programs (LPs). These programs provide monetary benefits (e.g. through direct discounts or rewards) and/or more soft benefits by focusing on creating commitment to the firm among customers through excellent service or giving special treatment to customers. In this chapter, w...

Purpose The purpose of this paper is to compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase probability and quantity decision. Design/methodology/approach The paper combines two empirical studies. Study 1 applies a hierarchical multiplicative model to store...

Customers differ in their purchase behavior, profitability, attitude towards the firm, etc. These differences between customers have led to numerous firms introducing multi-tier loyalty programs. A multi-tier loyalty program explicitly distinguishes between customers by means of hierarchical tiers (e.g. silver, gold, platinum) and assigns customers...

Published in Baylor University's Keller Center for Research Report (March 2017).

This volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, structural models, mediation, models that specify competition and diffusion models. It is intended as a follow-on and companion to Modeling Markets (2015...

This study examines the impact of an instant reward program (IRP) with bonus premiums on consumer purchase behavior. An IRP is a rapidly growing form of short-term program that rewards consumers instantly with small premiums per fixed spending, where these premiums are part of a larger set of collectibles. A supplementary element in many IRPs promo...

Consumers frequently consume hedonic products together with other consumers and derive value from this shared experience. This article investigates the impact of shared consumption, a type of social influence that determines the enjoyment of joint experiences, in the context of a typical hedonic product: movies. The authors argue that this type of...

Understanding how consumer evaluations of online advertisements affect their intention to share advertising content online is essential for successful viral advertising. This article examines consumer decisions whether or not to share video advertisements, in particular the role of their moment-to-moment likeability of the online ad. The study uses...

The increasing amount of electronic word of mouth (eWOM) has significantly affected the way consumers make purchase decisions. Empirical studies have established an effect of eWOM on sales but disagree on which online platforms, products, and eWOM metrics moderate this effect. The authors conduct a meta-analysis of 1,532 effect sizes across 96 stud...

While many studies examined the effects of online customer reviews (OCRs) on product sales, a clear understanding of the effects of OCRs on product returns is lacking. This study examines the impact of OCRs characteristics (valence, volume, and variance) on return decisions with a rich multi-year dataset from a major online retailer covering the el...

Database marketing and list management are more vital than ever, as marketers have troves of consumer information at their fingertips (Marketing News, October 2013, p. 54).

In this chapter we give some examples of marketing models which have been estimated using the general linear model. Most of these models have been estimated using aggregate demand data. Aggregate demand refers to the demand across a sample of customers or households and can be measured at levels such as store, chain and market demand.

Two critical steps in the model building process are model specification and model estimation. In this chapter we turn to the next stage in model building: validation (also verification or evaluation) .

Managers often use rules of thumb for decisions. For example, a brand manager may have defined a specific set of brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand...

In this chapter we turn to estimation, the step in the marketing model building process that follows model specification, where we consider methods and procedures for obtaining numerical values for the model parameters in the model. Throughout this chapter we will mainly consider the case where the independent variables are linearly related to the...

Big Data obtained through web search, digital media, e-commerce, mobile and social media have become important for understanding consumers’ behavior. Studying and modeling individual behavior has become more and more the focus in marketing research. Individual demand constitutes an important part of individual behavior, but we are now also able to...

Segmentation structures can be unstable over time. Therefore, previous research has analyzed panel data in order to provide insight into changes in segmentation structures or switches by individuals between segments. Unfortunately, panel data are often unavailable when analyzing developments across different countries and over longer time-periods....

In this paper, we assess two alternative indicators of opinion leadership, self-reported opinion leadership and degree centrality, on the same dataset. We also investigate the interaction effect of these two indicators and the social network environment on opinion leadership. We use social network and survey data from the mobile telecom industry to...

Purpose – The goal of this paper is to empirically investigate the effects of an loyalty program (LP) introduction and termination, accounting for simultaneous effects of LP designs, cross-customer effects and competition effects. Despite firms across the globe spend billions of dollars on LPs, it is not clear: whether these programs enhance custom...

In this study, we propose and test a chain of effects from website content, through informational and transactional success to overall website success and company performance. This framework enables us to determine the relative importance of the informational and transaction-related website functions for website success, and to show how website fun...

Over the last decades, sports sponsorship has become a popular and expensive marketing instrument. However, in business practice, projects are often not evaluated properly and academic research considering both costs and benefits of sponsorship is limited. In response to the concern that investments in sports sponsorship should be made more account...

In this chapter we consider methods and procedures for the estimation of model parameters in cases where the basic assumptions of the general linear model are violated. When this is the case we need either other specifications and/or other estimation methods: “re-estimation ”. In Sect. 6.2 we introduce Generalized Least Squares (GLS) estimation met...

In this chapter we discuss several issues that are related to the actual use of a model. We first examine the determinants of model implementation . We categorize the dimensions that contribute to the likelihood of implementation as follows: model-related dimensions; organization-related dimensions; implementation-strategy dimensions.

Specification is an important step in the model building process. As discussed in Chap. 1, the goal of this step is to express the most important elements of a real-world system in one or more mathematical equations. In other words: the outcome of this step is a formula that summarizes the most important relationships of the phenomenon that we are...

This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. The market environment is changing rapidly and constantly. With the introduction of scanner equipment in retail outlets, the use...

Purpose – The purpose of this paper is to investigate the impact of complaint behaviour and service recovery satisfaction on consumer intentions to repurchase through internet channels. Design/methodology/approach – Using survey data from large consumer samples from 15 European countries, the authors classify consumers according to: whether they h...

Despite the growing literature on loyalty program (LP) research, many questions remain underexplored. Driven by advancements in information technology, marketing analytics, and consumer interface platforms (e.g., mobile devices), there have been many recent developments in LP practices around the world. They impose new challenges and create excitin...

The redemption of loyalty program (LP) rewards has an important impact on LP members’ behavior, particularly on purchase behavior before and after redeeming a reward. However, little is known about the interplay between members’ purchase and redemption behavior when members are not pressured with points expiration and they choose for themselves whe...

This study takes a longitudinal perspective to investigate sponsorship awareness in a multiple-year, international context pertaining to the Union of European Football Associations (UEFA) Champions League, a prestigious European soccer competition for club teams with worldwide exposure. A logit model aims to predict sponsorship awareness for one of...

Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search engine advertising and television and banner advertis...

Many firms capitalize on their customers' social networks to improve the success rate of their new products. In this article, the authors analyze the dynamic effects of social influence and direct marketing on the adoption of a new high-technology product. Social influence is likely to play a role because the decision to adopt a high-involvement pr...

Retailers face the problem of finding the assortment that maximizes category profit. This is a challenging task because the number of potential assortments is very large when there are many stock-keeping units SKUs to choose from. Moreover, SKU sales can be cannibalized by other SKUs in the assortment, and the more similar SKUs are, the more this h...

This electronic companions contains the online appendix for the paper: Rooderkerk, Robert P., Harald J. van Heerde, and Tammo H. A. Bijmolt (2013), “Optimizing Retail Assortments,” Marketing Science, 32 (5), 699-715. In this appendix we first provide formal definitions of the instrumental variable equations. After this we discuss the Gibbs sampler...

In this article, we present a Bayesian spatial factor analysis model. We extend previous work on confirmatory factor analysis by including geographically distributed latent variables and accounting for heterogeneity and spatial autocorrelation. The simulation study shows excellent recovery of the model parameters and demonstrates the consequences o...

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely gener-ates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyn-cratic datasets can be challenging. Theref...

Social contagion has been shown to play an important role during new product adoption by consumers. Social contagion is the process by which consumers influence each other to adopt and use a product in a specific way. Current literature makes a basic assumption that social contagion is caused by the characteristics of consumers, who they interact w...

In this paper we argue that corporate social responsibility (CSR) to various stakeholders (customers, shareholders, employees, suppliers, and community) has a positive effect on global brand equity (BE). In addition, policies aimed at satisfying community interests help reinforce credibility to social responsible polices with other stakeholders. We...

A central aim of marketing managers is the optimal allocation of budgets across customer segments and market regions. Often, these allocation decisions are subject to interpersonal contagion. However, sales response models traditionally assume customers' independence. We present a method for incorporating spatial spillovers into sales response func...

the behavioral literature provides ample evidence that consumer preferences are partly driven by the context provided by the set of alternatives. three important context effects are the compromise, attraction, and similarity effects. because these context effects affect choices in a systematic and predictable way, it should be possible to incorpora...

Loyalty programmes (LPs) have increased in number and popularity, but their effects on customer behaviour remain equivocal, due to a lack of understanding of the drivers of LP effectiveness and insufficient generalizable conclusions across prior studies. This paper synthesizes current knowledge pertaining to LPs, reconciles opposing findings by exp...

Previous research has shown that consumer intentions to adopt innovations are often poor predictors of adoption behavior. An important reason for this may be that the evaluative criteria consumers use in both stages of the adoption process weigh differently. Using construal level theory, we develop expectations on the influence of innovation charac...

This online appendix provides a formal operationalization of the distance between two items on respectively the preference and positioning vector. Moreover, we formulate the formal definitions of the context variables, including normalization. Next, we provide the Gibbs samplers for the models in Table 2 and the models that respectively enforce mon...